Instant Kiwi Promo, Case study TRUMP UP YOUR LIFE by SPARK PHD Auckland

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TRUMP UP YOUR LIFE

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Industry Lottery & Gambling
Media Promo & PR, Case study
Market New Zealand
Agency SPARK PHD Auckland
Released March 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: NEW ZEALAND LOTTERIES
Product/Service: BIG WEDNESDAY
Date of First Appearance: Mar 4 2010
Entrant Company: SPARK PHD, Auckland, NEW ZEALAND
Entry URL: http://mylotto.co.nz/wps/wcm/myconnect/lotteries2/nzlotteries/Primary/Our_Games/Big_Wednesday/BigWednesdayWinners/30MarchTrumpWinner.jsp
Media Planner: James Davidson (Spark PHD)
Strategy Director: Guy Cousins (Spark PHD)
Managing Director: Stuart Rutherford (Spark PHD)
Account Director: Kristy Mayo (Spark Activate)
Account Director: Jennifer Porter (Spark Activate)
Media Director: Helen Brown (Spark PHD)
Media placement: TV Campaign - 6007 GRPs - TV1, 2, 3, 4, Sky - 04 March 2010
Media placement: Radio - 302 Spots - ZM, Classic Hits, More FM, The Rock - 04 March 2010
Media placement: Transit/Bus Shelters - 230 Sites - National - 04 March 2010
Media placement: Newspapers Pages - NZ Herald, Dominion Post, Christchurch Press - 17 March 2010
Media placement: Online Banners - 6 Sites - 04 March 2010

Insights, Strategy & the Idea
Our business goal: reverse declining sales of BIG WEDNESDAY lottery game.

Five years old, the Wednesday game had grown tired and lacked differentiation from the main Lottery draw on Saturday.

BIG WEDNESDAY offers people the chance to win the “Ultimate Lifestyle”. The prize package includes cash, cars, boats and beach houses.

The communication challenge was to create differentiation for BIG WEDNESDAY by reinvigorating consumer engagement with the “ultimate lifestyle”.

The players we needed to appeal to tended to be middle-aged males motivated by aspirational luxury prizes.

The key insight was that material goods only offered one aspect of the “ultimate lifestyle”. Celebrities and rich list players provided another symbol of this dream. We had found a short-cut to bring to life the aspirational lifestyle you could win with Big Wednesday.

Creative Execution
Our strategy was to re-energise BIG WEDNESDAY using a celebrity ambassador of the ‘ultimate lifestyle’.

Having arrived at a short-list of one, we pitched the idea to the ultimate billionaire, Donald Trump. He agreed to lend his time to a New Zealand charity based lottery.

We built BIG WEDNESDAY’s first sales promotion – Trump Up Your Life. A week of Trump –style luxury with the Don.

Taking place over two promotional weeks in March 2010, every BIG WEDNESDAY ticket purchased would put the player in the draw to Trump up their life.

A disruptive media strategy designed to bring New York to New Zealand was delivered with a broadcast campaign. All media elements were integrated with editorial support, as we created a groundswell of hype about Trump’s involvement with BIG WEDNESDAY.

Interviews with major media networks combined with TV and Outdoor advertising ensured Trump was the talk of the town.

Results and Effectiveness
To meet the ‘break even’ sales target required 10% increase on base week sales within four weeks. The Trump Up Your Life campaign more than doubled this result, with an average sales increase across the two-week promotion of more than 21%.

PR activity generated $788,271 of media coverage across 39 targeted print, broadcast and online media sources.

The priority KPI Brand Momentum increased by 15 percentage points.

Wendy Raynor (Head of Marketing) commented: "The media agency came up with an ambitious idea and challenged our preconceptions. Then they delivered it and in turn delivered results for our business!"